But Mr Park says the group found it difficult to put a brand into practice.

"You have to have processor willing to work with you and a retailer," he said.

WA Farmers chose to partner with Harvey Fresh because Parmalat has successfully established a similar milk brand in South Australia with the South Australian Dairyfarmers' Association under the brand SADA Fresh label.

The announcement of the new brand comes as WAFarmers attempts to recover from a $280, 000 loss last financial year.

Mr Park says the deal will be a financial boost for the group.

He says discussions with Coles on the new milk brand grew out of the fallout from the supermarket's dollar-per-litre milk campaign.

Coles was criticised in 2010-11 for reducing its homebrand milk prices to $1 per litre.

"One of the things we did talk about was a farmer's brand," Mr Park said.

"They hadn't had much experience with it ... but after the experience with South Australia, they were very comfortable with the idea."